Billie's New Marketing campaign Is the First Razor Advert to Really Present Physique Hair


Physique hair is having a (lengthy overdue) second within the highlight. From Rihanna's leg fuzz to Janelle Monae's pubes, celebrities and social media alike are reclaiming what is completely pure. And due to that, physique hair is lastly shedding its stigma as being taboo or "unclean"—besides, weirdly sufficient, in ads. Ever see a razor industrial costarring stubble? No? It's bizarre, proper?

Billie is attempting to alter that. The rising razor model took on the infamous "pink tax" (the upper value firms cost for female-branded merchandise versus these for males) when it launched a subscription service that reduces the price of ladies's shaving and physique care merchandise final 12 months. Now beginning at this time, it's operating a brand new marketing campaign referred to as the Venture Physique Hair. The ads function ladies proudly displaying their physique hair in all of its glory, together with unibrows, leg hair, and all the pieces in between.

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PHOTO: Ashley Armitage

PHOTO: Ashley Armitage

"We couldn’t assist however discover the overwhelming quantity of hairless pores and skin in razor promoting," explains Billie cofounder Georgina Gooley. "It was unusual to us that these manufacturers solely present ladies 'shaving' completely clean and hairless legs." Plus, Gooley factors out, the dearth of physique hair each "earlier than" and "after" shaving reveals nothing concerning the efficacy of the razor. Physique hair's presence is simply that atypical, although few issues are extra pure and common than leg stubble.

The dearth of images of physique hair each in promoting and in any other case is an issue, since its absence serves solely to uphold its stereotype as one thing taboo. "When manufacturers fake that every one ladies have hairless our bodies, it’s a model of physique shaming," explains Gooley. "It’s saying you need to really feel ashamed of getting physique hair." By placing physique hair entrance and heart, she goals to normalize physique hair—whether or not or not you select to maintain it. Identical to durations and zits forward of it, it's a part of life.

So Billie tapped Ashley Armitage, a photographer recognized for her body-positive visuals centered on the feminine gaze, to shoot the brand new imagery for the model. "It’s so thrilling to be part of a marketing campaign that breaks magnificence requirements and taboos by displaying actual ladies with actual physique hair," says Armitage. "I needed to maintain it pure, unposed, and playful." The path was extra of a collaboration than anything, she notes, which solely provides to the comfy, completely at-ease vibe of the photographs.

And Billie isn't stopping at its ads. The model can be donating photographs of ladies with physique hair to the inventory picture web site Unsplash without cost use by the general public, in addition to crowdsourcing different body-hair-happy photographs through the hashtag #projectbodyhair. The aim is for physique hair, and never supersmooth, naked pores and skin, to be the established order.

PHOTO: Ashley Armitage

If a razor model selling body-hair love appears contradictory, that's type of the purpose. It's not speculated to promote you on the significance of razors, nor encourage you to drop them and let your pubes do what they could. "Shaving is a private selection, and nobody ought to be telling ladies what to do with their hair," says Gooley. "The actual fact is, all of us have physique hair. A few of us select to take away it, and a few of us select to put on it proudly—and both means, we shouldn’t must apologize for our selection."

Associated Tales:
–6 Hair Removing Gadgets That Really Work—and Don't Damage
–Social Media Is All About This Picture of Rihanna's Leg Hair
–Hell, Sure, Janelle Monáe Is Professional-Pubic Hair in Her New Video

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